Dude, fuck these condescending assholes. Fuck the Lonelygirl pricks. Fuck corporate sponsored underground. Fuck those Coca Cola commercials about the kids making the documentary. This is a classic grown up trick that we all see through. It's Eugene Levy saying "Fo shizzle", it's Sega Genesis ads getting all IN YOUR FACE! Fuck advertisers who think they get me. Fuck guys who think this is counter culture or subversive and that watching it makes them hip. Fuck the sellout NYU grad who spent thousands of dollars to get a job making movies I could make without once leaving the house. Fuck the guy who wrote this, because it actually is sort of barely amusing (In a predictable, banal, "What do internet guys laugh at?" kind of way), and the punk rocker in me wants to hate it in its entirety, not just on principle, yet I liked the line about Darth Vapor.

I find it insulting because there's actually a lot of good youtube content by real live, honest to goodness directors-without-corporate-sponsorship. No foolin'! These guys are really talented unpaid amateurs, not cultural tourists of the digital age: http://www.youtube.com/watch?v=oHg5SJYRHA0&v=ajyvB2SA8kI

Dude, fuck these condescending assholes. Fuck the Lonelygirl pricks. Fuck corporate sponsored underground. Fuck those Coca Cola commercials about the kids making the documentary. This is a classic grown up trick that we all see through. It's Eugene Levy saying "Fo shizzle", it's Sega Genesis ads getting all IN YOUR FACE! Fuck advertisers who think they get me. Fuck guys who think this is counter culture or subversive and that watching it makes them hip. Fuck the sellout NYU grad who spent thousands of dollars to get a job making movies I could make without once leaving the house. Fuck the guy who wrote this, because it actually is sort of barely amusing (In a predictable, banal, "What do internet guys laugh at?" kind of way), and the punk rocker in me wants to hate it in its entirety, not just on principle, yet I liked the line about Darth Vapor.

I find it insulting because there's actually a lot of good youtube content by real live, honest to goodness directors-without-corporate-sponsorship. No foolin'! These guys are really talented unpaid amateurs, not cultural tourists of the digital age: http://www.youtube.com/watch?v=oHg5SJYRHA0&v=ajyvB2SA8kI

Hm -- well, I dunno. If I wrote a book, I'd like people to know about it and buy it. I'd want to target any advertising to people in an interesting way that didn't bother them, so banner ads and pop-ups and traditional commercials would be out.

I could offer a sample of the work, I guess, and try and generate word-of-mouth that way. If I could come up with something clever that was related to the book, though -- a video, or something -- wouldn't that be a great idea?

I don't think this Zlad thing is high comedy, or anything . . . it's just a good example of media well-used for a purpose. The sample is representative of the product. If it's 'viral', or whatever, does that make it inherently bad?

If you made something you were proud of, how would you go about reaching an audience for it? Do you think generated profits are antithetical to the purity of creation or something? Wouldn't many of those YouTube indie directors jump at the chance for funding, ads, and the chance to reach a larger audience with their work?

I don't think this Zlad thing is high comedy, or anything . . . it's just a good example of media well-used for a purpose. The sample is representative of the product.

I am missing something? What does Zlad have at all to do with JetLag? Is the youtube thing an excerpt from some longer campaign that at some point informs me of their services and intentions? (EDIT: "molvania" doesn't fucking count).

Viral marketing is as bad as any marketing in its utter separation from the product advertised. This Zlad thing would work just the same with any travel guide publisher or whatever, totally interchangeable. Your book example is different because a book has a discernable author, and the possibility exists that this author could coincide with the viral media's author, in whole or in part. Then it's cool. With something like a whole publisher, however, it's impossible.

I think what is insulting is people in a corporation trying to represent the corporation as a separate individual, and this is a problem on more than one level.

I don't think this Zlad thing is high comedy, or anything . . . it's just a good example of media well-used for a purpose. The sample is representative of the product.

I am missing something? What does Zlad have at all to do with JetLag? Is the youtube thing an excerpt from some longer campaign that at some point informs me of their services and intentions? (EDIT: "molvania" doesn't fucking count).

I think that's part of a successful viral campaign -- you can't just flash BUY A PSP up there at the end of some freakout. It generally needs some subtlety. Also, when people *do* figure it out, the product has to fit . . . I'm saying it should lead to more of a similar product.

Let's say that Star Wars Kid had been a viral marketing video. If, at the end, the product was for Star Wars Auto Insurance, people would have been mad. If it was for a new comedy about Star Wars fans, maybe . . . fewer people would have been mad.

Quote:

Viral marketing is as bad as any marketing in its utter separation from the product advertised. This Zlad thing would work just the same with any travel guide publisher or whatever, totally interchangeable.

Really? Do you think the Zlad video could sell Lonely Planet guides?

Quote:

Your book example is different because a book has a discernable author, and the possibility exists that this author could coincide with the viral media's author, in whole or in part. Then it's cool. With something like a whole publisher, however, it's impossible.

I'm pretty sure these are just written by a couple folks under a name they made up to enhance the parody.

Quote:

I think what is insulting is people in a corporation trying to represent the corporation as a separate individual, and this is a problem on more than one level.

Aren't people always complaining about the faceless, monolithic nature of corporations? Couldn't a good viral video bring things on a more friendly, personal level?

Okay, I exaggerated. On the other hand, why not Fodor's or Rough Guides or Let's Go? At best, Zlad tells me JetLag has a sense of humor, maybe, and that is totally a unique and identifying characteristic!

Quote:

I'm pretty sure these are just written by a couple folks under a name they made up to enhance the parody.

Thanks. I'm well aware. What I meant was a whole product line can't be the author of a piece of viral media in the way you could to promote your hypothetical book, and so there is this gaping disconnect. It is like the wealthy yet distant parent trying to buy his or her child's love with expensive toys. Like, he just went into a store with money, anyone could've done that.

Quote:

Aren't people always complaining about the faceless, monolithic nature of corporations? Couldn't a good viral video bring things on a more friendly, personal level?

That's the intent! And exactly what I find insulting! I mean, it's just lip service. Corporations need profit to continue existing and they will kind of stop at very little to get it. Wouldn't you be a bit disturbed if you found out one of your friends was motivated solely by enlarging his own circle of friends and having as much friend-hang-out time as possible, totally indifferent to the individual people or conversations therein? It's not an attractive trait, and so there's always going to be this fundamental dishonesty as they try to hide it.

I'm perfectly willing to enjoy viral media as a thing in itself. Did you ever see that "It's great!" potential Nutrigrain ad? I have watched that all of too damn many times. The actual authors' intent is to make me laugh, and that's cool. It's that separate intent of the big huge corporation in question that is lame and responsible for the whole PSP thing. They clearly didn't have entertainment or novelty as their first priority. All focused on name dropping and subversion and PROFIT!11, they confused the whole point of viral media.

I'm perfectly willing to enjoy viral media as a thing in itself. Did you ever see that "It's great!" potential Nutrigrain ad? I have watched that all of too damn many times. The actual authors' intent is to make me laugh, and that's cool. It's that separate intent of the big huge corporation in question that is lame and responsible for the whole PSP thing. They clearly didn't have entertainment or novelty as their first priority. All focused on name dropping and subversion and PROFIT!11, they confused the whole point of viral media.

Oh, man -- that NutriGrain ad was fantastic.!

I think I agree with you -- I guess I'm just saying that for something to pass successfully by word-of-mouth, people have to want to tell their friends. If I'd tried to sell that PSP schlockjob to my friends as something funny, they'd have thought I'd lost my entire mind.

Yeah, that's it entirely. Viral media can be pretty cool sometimes. That big corporations fund is that is a step in the right direction. I just wish they'd take on a (much more honest) patron-of-the-mass-arts kind of attitude instead of pretending to be the artist themselves (once you realize it isn't real). Because what really can they say about themselves? It's either advertising or necessairly vapid like Zlad (I kind of . . . can't even watch the whole thing, I hope you don't think I'm posturing). On the other hand, acting as sponsor gives the viral or the art or whatever a chance to have some independent value. Like the NutriGrain ad. Even if it was rejected.

(I am much more compelled, for example, by Apple's Pro page than by any piece of viral I've seen).

The idea that I'm gonna support their product because they snuck a chuckle in on me is what's so insulting. This is just an "Outdrink the frat boy!" banner ad with a bigger budget. I'm not a clapping monkey, just tell me what's so good about your product!

I guess it's a step above "Buy our product so you can be like this clueless dipshit, here!" we see on tv all the time.

Well, they were travel guide parodies. Not terribly funny ones, from the excerpts on the website. If you like the tone of the video, though, you might like the books. Just saying that for any viral marketing to be successful, you need to have a product that offers more of the same. You don't want the joke at the end to be hey, we tricked you -- now buy our stuff, jerk. That's what the Sony thing was.

Also, please don't get the impression that I'm in love with this Zlad thing. I just found it to be a good example of a successful bit of marketing that didn't anger people too much.

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